Consumers seek health innovations from brands

The relationship between consumers and their health is transforming at an unprecedented speed. From athleisure and cannabis to plant-based burgers and in-mall fitness centers, the trend behind so many of today’s breakthrough consumer movements is wellness. Consumers are seeking health innovations and depending on brands to help them achieve their goals. Regardless of industry, understanding these trends more deeply can help brands leverage this extraordinary moment.
While there are many societal shifts driving health and wellness today (e.g. rising healthcare costs, aging population), consumers are also playing a major role in the changing marketplace today as well – many shifts in people’s attitudes and behaviors are worth a closer look.
Seeking health
Stress and anxiety are rising at an extraordinary pace. Out of the 20+ concerns that GfK Consumer Life tracks annually, more societal worries have risen than declined since 2009 – from climate change and terrorism to economic inequality and the cost of healthcare. What’s more, one of the fastest-rising mindsets from just 2016 until today is the worry about personal safety and security. It’s clear that consumers are on the hunt for products and services that make them feel protected.
This has manifested itself in the rising focus on self-care and mindfulness. More than half of Americans are seeking control over their unpredictable lives, and over a third are looking for opportunities to pamper themselves, a sentiment that has risen significantly in recent years. But these desires are often not material – they are much more about mental and emotional indulgences, products and services that give people the safety net they’re looking for. Health innovations include meditation apps like Headspace and Calm, increasingly part of the mainstream, deliver on this need, providing a safe space that makes users feel empowered and centered.
Consumers are also telling us that safety and well-being are increasingly critical